Ad texts with different CPC's

to go for clicks or cost?

[Yoshimi]

I'm running a number of ad text tests at the moment, and it's very early days for these ads, but here's a run down of the cliskc I have had so far

Text A - 63% ctr @ £0.32 cpc
B - 53% ctr @ £0.48 cpc
C - 47% ctr @ £0.24 cpc
D - 45% ctr @ £0.46 cpc
E - 36% ctr @ £0.53 cpc

Now this is a bit of a puzzle to me, as I was under the impression that while adtexts contribute to QS, that they were averaged and the cpc was then on a per keyword basis, but this almost suggests that I have a per adtext cpc too.

Has any one else seen similar?

[xurxo]

Yes this is normal, the short answer is that since there is a separate quality score for ad text, the better the ad text QS, the lower the CPC of that particular ad text will generally be.

It would be nice if Google was more transparent with the ad text QS. For now high CTR and low CPC on the ad texts give the best indication of a good ad text QS.